Aug 03, 2022
Looking for traffic stars to endorse and enter the rice circle, but why is brand marketing more difficult to do?
In General Discussion
As a qualified fan, it is not as simple as "seeing an endorsement and paying for an order" for an idol. An organized and disciplined action has already begun when the brand released the notice on Weibo: fans want to re-evaluate the brand's marketing content, and also cooperate with its marketing activities, or even help the brand to do marketing; both as much as possible After paying for the order, you have to post the order on social platforms after receiving the goods, or even write another wave of draft copy. Originally just fans of consumers, in the process, they spontaneously acted as the brand's marketing team, public relations, and promoters. Looking for traffic stars to endorse and enter the rice circle, but why is brand marketing more difficult to do? INTO1 Liu Yuchao talk For brands, there seems to be no more worry-free marketing method than finding a traffic star. Moreover, the purchasing power of fans is also recognized by the industry as "amazing". As long as the artist is given a title and a live broadcast is arranged, it seems that everything can be done with half the effort. But, is this the truth? Fans who are well versed in the routines and gameplay of the rice circle have already understood that this is just an exchange of interests with the brand at a clearly marked price. Fans are not the target of being converted by brands "without their brains", and brand marketing to fans is by no means as simple as imagined. 1. The very important title In the past, celebrity endorsements basically only had two titles of "spokesperson" and "ambassador". At most, some international brands would limit before the title whether it is China, Asia-Pacific or the world. But now, times have changed, and the titles of endorsements are becoming more and more "internal": spokesperson, ambassador, image ambassador, promotion ambassador, close friend, experience officer, recommendation officer... Even if they are called "spokespersons", there will be a difference , including full-line endorsements, series endorsements, single product endorsements... Looking for traffic stars to endorse and enter the telemarketing list rice circle, but why is brand marketing more difficult to do? Fans popularize the title in the super talk Fans are usually very aware of the differences between these titles, and they are very concerned about the differences. They will compare the level of the title obtained by artists of the same class and the same level to infer the status of their idols in brand recognition. Therefore, for brands that do not know the importance of the title, the possibility of marketing "stepping on the pit" is very high. Huawei has encountered such incidents before. In 2018, Huawei officially announced that Zhang Yixing, who has been an endorsement for Huawei nova for two years, will become the "first partner" in the new year, explaining that it is not a stock partner in the traditional sense, but a "spiritual partner" who collides with each other. . Immediately afterwards, Huawei officially announced that Yi Yangqianxi became a "new global spokesperson", and also emphasized that he is "the first Chinese artist within the brand's global endorsement range". Looking for traffic stars to endorse and enter the rice circle, but why is brand marketing more difficult to do? Comparison of fan comments before and after the event Adding or replacing new spokespersons is a normal thing for any brand. However, in Zhang Yixing's fan circle, strong dissatisfaction aroused: not only were some people called to shut down the brand's Weibo, but also fans concentratedly wrote that the brand was "crossing the river and demolishing the bridge", and even the group was indignant to ask the studio to terminate the contract with the brand, and Huawei was also rejected by the fans. Tear" on the hot search. After that, the launch of Huawei's nova3 new product was postponed for ten days, and the online word-of-mouth of the nova brand also declined significantly. The brand has stepped on the fan minefield on the title issue, but the reality is that now the brand must give the star a title. Because for fans, having a title will count as an idol’s personal business, and without a title, it will only be counted as simple brand promotion. The value and weight of the former will inevitably be much higher than the latter. Looking for traffic stars to endorse and enter the rice circle, but why is brand marketing more difficult to do? Because fans pay for idols, they will note the idol's name when purchasing goods, so that brands can know how much sales the star has brought. There is no title and no single chain. Fans will default the brand to "cast a wide net" to find celebrities to promote, and will not calculate the personal data of an artist's goods, so it doesn't matter if they buy it or not. Of course, there will be fans who are not clear about this logic, but they will still be "intercepted in good faith" by other fans in the super talk, an